Small Biz Success Tips – Since 2012

Category: My Marketing Advice (Page 3 of 26)

Is a Recession Coming? Advice for Your Small Business

is a recession comingWith a recession coming, people will still continue to spend money, but it goes without saying that they will spend less, except for the wealthy.

Therefore, you have to re-examine who your business targets. Is there a way to pivot and focus offering products and/or services for people on a budget, and / or do you need to target customers with deeper pockets, who are unaffected by a recession?

Here are some examples of what you could do.

If You’re a Travel Agent

People will still want to take a vacation, but it will likely be a shorter one, maybe just a weekend getaway, and it will be closer to where they live to avoid having to take a flight or use too much gas. In fact, I was looking at a local hotel recently, and they were offering an additional 20% off to anyone in the area looking to take a staycation.

Therefore, a good solution would be to add weekend getaways and staycations to your offerings. Now, you still have that wealthy 1% who will take the high-end luxury vacations, so make sure to pitch to them as well as there will likely be other incentive perks for this type of travel, since there will be less demand.

If You’re a Realtor

You will probably be best to focus on people looking to downsize their home due to layouts or people strictly attempting to lower their cost of living. The middle ground price range will likely not be as attractive unless your clients are people relocating to your city from a higher priced area.

If You Own a Restaurant

You are going to have to push value offers such as two-eat-for-the-price-of-one type specials. And don’t give up on your takeout menu just because COVID is over. People will want to avoid the added expense of drinks and tipping, but still enjoy not having to cook.

If You Have an Online Store

Think about how people will change certain habits due to costs, as this might help you determine what else to sell. For example, customers might:

  • Give up their gym membership for home workouts. i.e. sell small fitness items.
  • Decide not to buy a new home but instead renovate or redecorate the one they’re in. i.e. sell home decor.
  • Ride their bike more than drive their car. i.e. sell bike accessories.
  • Eat at home more i.e. sell cookware, packaged food and accessories.

Much like COVID, a recession does depress people somewhat, which makes them turn to comfort items and activities. This includes food, alcohol, getting a pet, watching more TV, home baking.

Gifts always sell, but people will spend less on them. From Christmas gifts to wedding gifts, be sure to offer a variety of price ranges.

If You Sell Services

Some services will increase if it means anyone in the household who isn’t currently working now has to re-enter the work force as the family needs the money – so child care, housekeeping, food prep and lawn care services might actually increase in demand.

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Need More Advice?

Please visit my Shopify and Etsy stores to see my small business marketing products and services. You can also ask me a question at attentiongetting@gmail.com.

©2022 Gail Oliver. All rights reserved. Recession Coming Small Business Advice.

Read This If You’re Feeling Bad About Your Business

Read This If You’re Feeling Bad About Your Business.

I don’t know about you, but I’m getting tired of these fly-by-night, so-called business or social media experts that brag how they made six figures right out of the gate and you must be a failure if you haven’t done it this quickly.

No One Gives Up a Successful Business to Give Advice

They all have the same story. Even though their business was so successful, they decided to give it up to help other small business owners by selling you their “success” secrets. I hate to tell you this, but no one ever walks away from a successful business. Repeat, no one. These people are really equivalent to snake oil salesmen.read this if you're feeling bad about your business

The worst part is they make you feel badly if your business has not taken off immediately. Seriously? Who tells people that you should be successful in your first 6 months, let alone first year of business. Starting a business is a marathon, not a sprint.

There is NO Magic Secret

I have said it many times on my blog – THERE IS NO MAGIC SECRET, no one thing you can do that will turn you into a six-figure business overnight, unless you are selling face masks at the start of the pandemic. That’s the only time I’ve seen it happen.

But those kind of businesses also start fast and end fast.

For example, let’s say that you are selling face masks and charging $30 per. I guarantee you there is nothing that some “magic” success course or ebook is going to tell you that will help that scenario. Why? Because the demand for this type of product has dropped very low, and the price you are charging is way too high – do you see where I’m going here? People don’t buy things just because you put it in front of them.

Get REAL Advice

Real business advice has to start with what you are selling, who are you selling to, what you are charging and your expected profit margins. Once this is solidified, is realistic and has true potential, then you can try all the marketing tricks, but even then, not all are what they seem and might not be right for reaching your customer.

Social Media is NOT Proof Enough

I see tons of online businesses that have hundreds of thousands of followers on Instagram, and yet little sales. And vice versa. I have seen businesses with little to no social media following, and they’re killing it. Don’t get so caught up in the “social proof” because a lot of time, it’s smoke and mirrors.

Sales are NOT Profits

The real truth is that a successful business takes time to build and grow. You have to set realistic goals or you will be very disappointed and give up on the business too soon. Remember, SALES ARE NOT PROFITS.

I know a lot of businesses that spend $90,000 to make $100,000. That’s actually pretty easy to do. Still think that’s a successful business? It’s not. Therefore, you might also want to read my post: Just Because Someone is a Top Seller, Doesn’t Mean They’re Making Money.

Even on Etsy, did you know that the ad budget can go as high as $1,000 a day? So you might see someone and think they are making tons of money, but not if they are spending $1,000 a day on ads.

The Rich Get Richer on Social Media

A lot of these Tiktokers and other so called social media influencers, for the most part, are rich kids. They will pretend they’re not, but they are. As I said, it’s easy to make a lot of money if you spend a lot of money to do it. But I guarantee they are still not making big profits, and big profits is what makes a business successful, not just big revenues.

What bothers me the most is the influence they have on young small business owners. They always try to lure them in by showing their “alleged” sales figures. What legitimate business ever does that? Do you know that some of these businesses will actually buy their own products just to falsely bulk up their sales figures? From a tax perspective, how stupid is that?

They also try to prove to these young business owners how rich they now are, by showing off on social medial all of the expensive things they are buying. That’s another red flag. You don’t get to just spend all of your profits. Most business owners draw a salary and have to keep money in the business to avoid the tax man. Young small business owners listening to these so called experts are going to find themselves in for a big surprise come tax time if they just spend everything they make.

Now, once in a while, a small business might get a bit of press that causes sales to skyrocket in the short term. But this can also hurt your business. Read this post of mine: When Too Many Sales Can Hurt Your Small Business (It Happened To This Seller)

It Takes Time

Remember, most businesses do not make any profit in their first year, according to Forbes. In fact, most new businesses need 18 to 24 months just to reach profitability. And then there’s the reality that 25 percent of new businesses fail in their first year, according to the Small Business Administration.

More than anything, I do not want you to give up on your business, just because it has not been successful overnight. Sometimes it might just be a small thing you need to fix or a more viable niche you need to target.

More of My Posts to Stay Inspired
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About Me

A 20+ year marketing professional, small business consultant, ebook author & blogger, my advice has been featured in the NY Times, Success Magazine, American Express, Big Commerce, Business2Community to name a few – so this is professional advice you can trust!

I have consulted for thousands of small businesses since 2012. It really does help to talk to someone who is objective to get a new, but professional, perspective. I have also written publicity pitches for clients that resulted in them being featured in Real Simple Magazine, Apartment Therapy, House Beautiful, Vanity Fair, Houzz, Martha Stewart, Glamour Magazine, LONNY, DesignMilk, Emmaline Bride,– just to name a few.

©2022 Gail Oliver. All rights reserved. Read This If You’re Feeling Bad About Your Business

Freelance Marketplaces for All Types of Creatives

freelance marketplaces for creativesLooking for some freelance marketplaces for creatives? If you’re a creative business, have you thought about selling your services as well as your products?

For example, if you’re an artist, photographer, graphic designer, illustrator, ceramist, fashion designer, jewelry designer or stylist, you can get freelance work on the following sites:

At very least, checking out these sites might give you some ideas for offering services on your own website. Providing a mix of both products and services is a very quick way to expand your offerings and your revenues!

If you need more easy and affordable ways to market (and grow) your small business, be sure to download one of my 12-Month Marketing Plans that’s right for your small biz.

My Most Popular Posts

©2022 Gail Oliver. All rights reserved. Freelance marketplaces for creatives.

Ideas for Free Downloads for Your Business

Today I have some free business download ideas that are ideal if you have a blog, website or even on your social media pages.

By offering a free download that your target market is searching for is a great way to get new customers to notice your business. The key is to make sure it includes your branding, hyperlinks back to your site, and is optimized for Google SEO.

IDEAS FOR FREE DOWNLOADS

Not sure what to offer? Here are some ideas, all of which you can do in Canva.  The key is to focus on top Google searches to maximize the SEO opportunities:

  • Travel Agent: Printable Travel Packing List PDF
  • Real Estate Agent: House Buyer Checklist PDF
  • Kids Store: Holiday Coloring Pages Printable
  • Restaurant: Local Summer Event Calendar Download
  • Art Store: “How to Hang Art” Printable

Get more easy marketing ideas like this in my My 12-Month Marketing Plans.

I’m Gail Oliver and since 2012 I have advised thousands of small businesses and I can help yours too! Be sure to see my services and products below:free download ideas for your business

©2022 Gail Oliver. All rights reserved.Free Business Download Ideas

Cool Side Hustle Opportunity

Cool Side Hustle OpportunityIf you are looking for a cool side hustle opportunity, I have one for you!

Both the house sitting and pet sitting industries are experiencing huge growth right now, and this has opportunities for not only a cool side hustle, but I also see it as a way to expand your business if you’re a real estate agent, travel agent or pet business. 

GenZ and Millennials are using house sitting and pet sitting “gigs” as a way to get around the unaffordable housing market right now (since they can work remotely) and as a way to travel the world for free.

So, not only is this a great side hustle – to get paid to live in someone’s house for house sitting and/or pet sitting duties – but I feel that it can also be a new service for you to offer your clients.

If you’re a realtor, you can connect reputable “sitters” with home owners for a commission fee. Same thing for travel agents and anyone who owns a pet business. It’s a great add-on service that will bring in more revenue and expand your customer base with little investment on your part. Hope you are in a position to try this cool side hustle opportunity.

Need more ideas for a great business or side hustle? Set up a phone consultation!

Also read 54 Creative Small Business Ideas.

© 2022 Gail Oliver. All rights reserved. Cool Side Hustle Opportunity

101 Super Creative Small Business Promotional Ideas

Get inspired! I love coming up with creative promotional ideas for my clients, so here are 101 of my favorite small business promotional ideas that I’ve come up with in the past for clients, a few of which are included in 12-Month Marketing Plans for Small Businesses.

Promo Ideas for Any Type of Business

Click to download on Etsy

#1, Google “new businesses” and the name of your city to find any local  newspapers, magazines or blogs that like to feature brand new businesses for free.

#2, Post a compliment to another local business that is non competitive but has the same target audience, and they will likely repost exposing your business to their followers.

#3. Email your customers the night before daylight savings time as a reminder to turn clocks back or ahead.

#4, Make hats and t-shirts with your business name and url on it, and give them to family members to wear everywhere, especially to public events like concerts, races, etc. 

#5. Hire a student to help you with the small marketing stuff like commenting on blogs, posting to social media, sending out promotional emails. Many teens looking to get into marketing will value the experience, and they likely know things like social media a lot better than you do.

#6. Comment on at least 25 blogs or social media profiles every day that your customers read making sure that your user name is your business name.

how to start a business planner

Click to download on Etsy

#7. Email your customers the day before Thanksgiving with tips on how long to cook a turkey.

#8. Whenever possible, use people you know in your company photos so that they will repost the photo of themselves to their own social media site, putting you in front of all of their followers. 

#9. Offer neighborhood or street discounts on your services, telling people for every neighbor they get to sign up, you will take another 5% off the price, to a maximum of 40% off. 

#10. In early September, run localized ads on LinkedIn targeting either HR Managers or Sales Managers who wish to buy your products in bulk as gifts for employees or clients.

#11. Every month, email your customers the events happening in your city this month. Always include a sale or event you are having at the very end. 

etsy success tips

Click to download on Etsy

#12. Try a weekly Instagram post called “Follow Friday” where you recommend other Instagram accounts to follow, and they might return the favor.

Holiday/Seasonal Promotional Ideas

All of these promotional ideas can also be used to get free local publicity for your business.

#13. If you own a fitness studio, offer free workout classes on the day after Fat Tuesday/Mardi Gras (from my 12-Month Marketing Plan for Personal Trainers).

#14. If you own a beauty salon, offer Shamrock nail art designs /manicures for St. Patrick’s Day.

real estate marketing plan

Click to download on Etsy

#15. If you’re a realtor, offer a free seminar on how to “green” your new home in honor of Earth Day on April 22nd (from my 12-Month Marketing Plans for Realtors).

#16. If you own a barbecue shop, have a free BBQ of bratwurst and sausages for customers during Oktoberfest, or give away a free package of sausages with every purchase.

#17. If you own a photography studio, offer a free newborn portrait to the first baby born in the new year in your city.

#18. If you own a lighting store, use red and pink light bulbs in all of your light fixtures in your store windows on Valentine’s Day.

Small Business Promotional Ideas

Click to download on Etsy

#19. If you own a dog food company, create Thanksgiving promotional dog treats that taste like pumpkin pie, stuffing, mashed potatoes, and so forth.

#20. If you own a garden center, create a large bunny topiary and position it outside your gates the weeks prior to Easter to attract attention and as a great for photo opp for kids.

#21. If you own a makeup company, create an advent calendar with a different mini nail polish for each day (from my 12-Month Marketing Plan for Beauty Products).

#22. If you own a spa, offer a chocolate facial on National Chocolate Day (July 3rd).

#23. If you own a sports store, either put winter gear on a one-day sale or spring gear on a one-day sale on February 2nd, depending on what the Ground Hog sees.

Click to download on Etsy

#24. If you own a greeting card company, make cards for the most obscure holidays like National Cat Day or National Hat Day (from my 12-Month Marketing Plan for Greeting Cards).

#25. If you own a fashion accessories store, display your scarves in various nautical knots in your store window during Fleet week (early October).

#26. If you own a pets product business, post various reels of happy dogs jumping for joy, wishing everyone a Happy First Day of Spring on March 21st on TikTok and Instagram.

#27. If you own a donut shop, and it’s an Olympic year, create a pack of five donuts iced in the Olympic Ring colors.

#28. If you own a shoe store, displays colorful rain boots filled with tulips in your store window to celebrate spring.

Click to download on Etsy

#29. If you own a pet store, offer Santa Claus photos for pets.

#30. If you own a  bar, hand out scratch-off cards at lunch hour on St. Patrick’s Day, with the discovery of a four leaf clover meaning a free green beer.

Social Media Ideas

These are all great posting ideas for your business’ social media profiles.

#31. If you own a make up company, post photos of beautiful landscapes accompanied by eye shadow shades that match the colors in the photo.

#32. If you own a watch company, post a graphic with one of your watches showing the clock turning back to remind people when its daylight savings time.

#33. If you own a jewelry store, post a photo spelling out “Happy Mother’s Day“, using letter initial necklaces on your social media pages.

Small Business Promotional Ideas

Click to download on Etsy

#34. If you own an online store, post an animated gif of a piñata breaking and exposing a Cinco De Mayo sale of 25% off today only.

#35. If you own a vintage store, post regular updates of period TV shows, such as The Crown and Stranger Things (from my 12-Month Marketing Plan for Vintage shops).

#36. If you sell iPhone cases, post your favorite free iPhone apps and ask followers theirs.

#37. If you own a sandals company, post pictures of cool pedicures or toe nail art.

Click to download on Etsy

#38. If you’re an insurance broker, post the craziest but true insurance claim stories.

#39. If you own a green cleaning products company, clean up a run-down local park and post a time-lapsed reel of the cleanup on TikTok for Earth Day on April 22nd (from my 12-Month Marketing Plan for Eco-Products).

#40. If you own a local clothing store, offer to take 25% off the price of any item if the customer takes a photo of the item and posts it to Instagram right there in the store (from my 12-Month Marketing Plan for Retail Stores).

#41. If you own a kid’s clothing company, post a carousel of back-to-school-outfits for Monday through Friday, during the first week of August on your social media pages (from my 12-Month Marketing Plan for Kids Products).

Small Business Promotional Ideas

Click to download on Etsy

#42. If you’re a wedding gown designer, post an infographic of the most famous wedding gowns of the 20th century.

#43. If you’re a book author, post book club food suggestions.

#44. If you own a dance school, post your reviews of the previous night’s Dancing with the Stars routines.

#45. If you have an online shop, ask your most loyal customers to pick their 5 favorite items in the shop and post to social media for 25% off their next order.

#46. If you’re an accounting firm, post the most outrageous tax breaks given in other countries.

Get more creative social media posting ideas in my best-selling 365 Social Media Post Ideas download.

Promotional Items Ideas

Promotional items or “swag” can be very effective in creating a constant reminder of your business. 

365 Social media ideas for 2022

Click to download on Etsy

#47. If you own a lingerie company, re-create one of those pens that when turned upside down the clothes come off the photo of a woman (but instead of being naked she is wearing lingerie) as a fun promo item.

#48. If you’re a motorcycle lawyer, create a 12-month pictorial calendar of unique bike detailing or cool tattoos.

#49. If you own a baby skin care company, create a baby shower game printable as a free
download off your website.

#50. If you own a pizza delivery or local restaurant, include with each order to local college dorms a door hanger sign-up sheet for the next food order i.e. “Who Wants to Order Pizza Tonight?”

Click to download on Etsy

#51. If you’re a wedding gown designer, offer a free fashion sketch of the bride in her dress (from my 12-Month Marketing Plan for Wedding Shops).

#52. If you run a local art museum, promote your latest exhibit by giving free drink coasters featuring the artist’s works to surrounding bars and restaurants.

#53. If you have a dental office, put your label on dental floss containers and leaving them in a basket in the rest room at a local steak house.

#54. If you own a children’s clothing company, give a free car window baby sun shade to customers, complete with your logo on it (free advertising on every car).

#55. If you’re a wedding invitation designer, offer to design, for free, an email reminder that goes out to brides about their dress fittings for local bridal shops (i.e. this reminder was sponsored by...)

Click to download on Etsy

#56. If you own a ceramics company, donate handmade salt and pepper shakers to a local restaurant, embossed with your shop name.

#57. If you’re a food products business, offer free downloadable printables such as, “Spices That Go With Every Type of Food” (based on top Google searches).

#58. If you’re a children’s book author, have coloring pages made of pages from your book and give them to local family restaurants to hand out for kids to color.

#59. If you own a teen clothing or jewelry shop, give a free locker mirror with purchase (your shop url is on it and all her friends see it).

#60. If you own a salon, make your business card a nail file.

#61. If you own a wine company, make your wine label a peel-off, so customers can keep to remember the name of the wine!

Promotional Event Ideas

Throwing an event is a great way to think out of the box and reach your target audience.  

FASHION MARKETING PLAN FASHION BRAND BUSINESS

Click to download on Etsy

#62. If you own a clothing store, offer to do a home showing of prom dresses and accessories for groups of 8 or more (from my 12-Month Marketing Plan for Fashion Brands).

#63. If you own a makeup company, offer free 5-minute touch-ups to working women at lunch
hour from a mobile unit.

#64. If you own a coffee shop, hold a contest for customers to submit their best original coffee cake recipe and then create a recipe ebook as a free giveaway.

#65. If you’re an artist or photographer, give free prints to a local designer to use in their displays at a home show (from my 12-Month Marketing Plan for Art Shops).

#66. If you own a paint company, go around to local neighborhood homes and hand out free paint swatch color suggestions for the exterior of people’s homes.

#67. If you’re a realtor, hold your open houses at night and using a strobe light to attract attention.

Click to download on Etsy

#68. If you own a comic book store, offer a free in-store viewing party for the premiere of a popular fantasy TV series.

#69. If you own a travel agency, features a free, walk-in open-house “destination of the month” party in your offices, complete with music and food from that destination (from my 12-Month Marketing Plan for Travel Agents).

#70. If you own a pet shampoo company, conduct free dog washes at a local dog park on a muddy day.

#71. If you own a salon, offer a special day where customers can bring their dogs into be groomed while the customer is getting their hair done.

#72. If you’re a fashion designer, hold a contest to make a custom prom dress for one lucky girl.

#73. If you own a yoga clothing store, have a yoga expert in the window of your shop doing and holding a different yoga pose every 2 minutes during noon hour.

#74. If you own a bakery, have a bicycle cart that sells cookies at the local park during the morning kid rush.

Click to download on Etsy

#75. If you sell make-up, co-market with a purse vendor by including free samples in each of their bags for a limited time offer (good for both of you).

#76. If you own a bakery or cupcake shop, offer cupcakes in the flavors of Ben & Jerry’s ice cream as a special one-week homage (from my 12-Month Marketing Plan for Online Bakeries).

#77. If you own a garden store, offer a free seminar on how to make a terrarium.

#78. If you own a local beer company, hand out free samples at tail gate parties during football season.

#79. If you own a salon, do free manicures for patients at a local hospital once a month.

#80. If you are an artist or photographer, offer a free info session for interior designers on how to hang art.

#81. If you own a karate school, hold a school safety tips session at a local school or day camp.

online bakery home marketing plan

Click to download on Etsy

#82. If you’re a personal trainer, offer easy fitness tips at a local weight watchers meeting.

#83. If you own a veterinarian clinic, offer free nail clippings at a local dog park.

More Promotional Ideas

#84. If you own a retail shop, paint a back wall in chalkboard paint to keep kids busy while parents shop.

#85. If you own a toy store, position a bubble blowing machine out front to attract the attention of kids.

#86. If you own a limousine company, offer to decorate the limo with the name of the bride or prom attendee i.e. Sarah’s Ride (use car/window letter clings).

Click to download on Etsy

#87. If you own a coffee shop, let small businesses post one of their business cards on your “small business wall” whenever they buy a coffee.

#88. If you have a storefront, keep a large bird cage filled with exotic birds outside your shop doors to attract the attention of passer-bys.

#89. If you own a coffee house, host a book club for seniors in the afternoon.

#90. If you’re a realtor, include the blue print of the home as well as a legend of the distance from the house to schools, community centers, and grocery stores in the online description.

#91. If you have an online store, add an audio voice that says, “Welcome!” that announces the sale of the day when people land on your home page. There are audio apps that do this for Shopify stores.

#92. If you own a car rental business, set aside part of your lot for cars that are ideal for very tall drivers, or new drivers, or large families.

marketing strategy plan template

Click to download on Etsy

#93. If you’re an artist, donate your artwork to be hung in the hallway of schools and libraries (will be seen by parents).

#94. If you own a furniture store, offer to help realtors stage homes in return for free promotion to new home buyers. Just a sign on the couch saying “you can buy this couch at…” (from my 12-Month Marketing Plan for Home Goods).

#95. If you own a landscaping company, donate a few uniquely sculpted shrubs (with a sign for their company on the planter pot) to anchor the doors of the most popular local restaurants or retail stores.

#96. If you own a toy store, announce your sales in chalk on the sidewalk outside your store.

#97. If you own a vintage store, sell your books in unique collections i.e. Nobel Prize Winners, World War II Novels, etc.

#98. If you are an optometrist, make your business card an eye chart that actually spells out your name and address.

#99. If you own a food truck, raise a large colorful flag on top of your truck that says “Food Truck” once it parks so it can be seen from far distances.

#100. If you own a jewelry store, re-create the engagement rings of famous people and display them in your store window alongside their photo.

#101. If you own a coffee shop, have a penned in play area for young children in the middle of the shop and tables for parents situated around the pen.

More Small Business Downloads at my Etsy Store

©2024 Gail Oliver. All rights reserved. 

 

Time Management Tip: Dedicate Certain Days for Certain Tasks

Time Management TipNeed a time management tip?

When you’re a small business owner, you have a variety of daily tasks from product fulfillment to marketing to accounting to customer services, it goes on and on.

So what does your typical work week look like, and is it possible to tackle it in a different way so that you work more effectively?

For example, instead of trying to do a bit of everything every day, why not establish certain days for certain tasks:

  • Maybe Monday you focus on marketing, creating all of your social media posts for the week, your blog posts for the week, sending out publicity pitches, etc.
  • Tuesdays, you focus on development of new products and services.
  • Wednesdays, you focus on improving your SEO.
  • Thursdays, you focus on administrative tasks.
  • Fridays, you focus on finances, cost cutting, revenue building, etc.

Obviously, you have certain tasks that have to be done every day, but maybe some of these other tasks that have to do with growing and maintaining the business, can be divided up by days of the week. This way you can focus more effectively on the one thing you have to do that day.

Also read: Is a Recession Coming? Tips for Your Small Business. 

Be Sure to Also Check Out:

©2022 Gail Oliver. All rights reserved.Time Management Tip

Do You Really Need to Offer Free Shipping on Etsy?

free shipping etsyIf you sell online, it has been drilled into your head that offering free shipping on Etsy will raise your sales conversion rate. But, this has been a little blown out of portion.

Published research from a variety of sources has continually showed that the number one reason for cart abandonment was HIGH shipping charges, which is not the same as saying shipping charges altogether.

For example, I was buying flowers from an online florist. The florist offered “free shipping” but when I went to checkout, while the shipping was free, there was a $15 transaction free. I went ahead with the purchase anyway, because I have ordered flowers many times and I expect a shipping fee. I did think this was kind of a slimy way of doing it.

But again, it is perspective. The flowers were $75, so if the transaction/shipping fee had been $30, then I would have abandoned the purchase because I am not going to pay another 40% of the price in shipping. In other words, a reasonable shipping fee will not likely stop the purchase.

I recently had a client whereby another “consultant” had told her that she absolutely had to offer free shipping on Etsy, and this was difficult as her product was heavy as it was made of cement. Looking at her stats, I saw that she had a good sales conversion rate of 3.3%, so to me, shipping did not seem to be an issue. As long as she kept it reasonable, she was better off to keep charging it. Otherwise, adding the free shipping into the price was going to substantially increase her product price, making it much higher than her competition, and that’s not a good thing either.

If you would like professional advice, please see my small business consultation as well as my other services.

©2012 Gail Oliver. All rights reserved. Free Shipping on Etsy

Why You Need an Engaging LinkedIn Profile Summary

Engaging LinkedIn Profile SummaryThere are many reasons why you need an engaging LinkedIn Profile Summary. This is why I started offering a LinkedIn Profile Summary Writing Service.

Whether you’re a small business owner, an entrepreneur or actively looking for employment, your LinkedIn Profile Summary is a valuable marketing tool.

Most social media sites only give you about 150 characters for a bio, but LinkedIN gives you over ten times that, up to 2,000 characters, so there is a real opportunity here to show your personality, tell your story and add a little marketing flair.

Trust me, hiring managers get sick of reading the same old tired summaries. A fresh approach will get their attention and keep them reading.

Plus, if you are looking for employment, you can use the same wording in the profile for your cover letter, exploratory emails to prospective employers as well as on your personal website or blog.

Here’s my own LinkedIn Profile, for example:

I really believe in writing your LinkedIn Profile Summary in the first person. It’s more personal and relatable, and it feels like you are speaking directly to the reader.

I like a statement-making opening line to engage them immediately.

Then, it is up to you whether you want to just talk about your unique abilities and/or your “wins” and/or your experience and/or what you do and why you do it. You can break it up with headings like I did here.

Finally, I close with a call to action about what it is that you hope the person reading will do next.

Now, I’m only using half of the allotted characters, but I just want to quickly get across what it is I do in an interesting way, to attract potential clients and business partners.

If you would like to add a little marketing savvy to your LinkedIN, check out my LinkedIn Profile Summary Writing Service.

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